Beeb is right to back outdoor

The news that the BBC is cherry-picking advertising sites (MW February 21) is a refreshing change to the &£6bn waste industry currently in existence in the UK each year – using Viscount Leverhulme’s adage: “Half the money I spend on advertising is wasted, and the trouble is I don’t know which half.”

Focusing on clearly defined market channels, advertisers can pinpoint audiences and provide effective advertising solutions. Research from UMS about a COI Communications anti-drink-drive campaign that ran over Christmas, for example, found recall among the target 16to 24-year-olds was 26 per cent greater for washroom posters than for TV.

With this effectiveness provided at a fraction of the price of traditional ubiquitous campaigns, it’s small wonder advertisers like the BBC aren’t afraid to commit half their budgets – they no longer need the other half.

Richard Weir

Director

Hi-Tech Solutions

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here